WebProNews

The most successful video advertising is found on media sites according to a study from the Online Publisher's Association (OPA) "Frames of Reference."

Users on media sites are more likely than those on portals or user-generated sites to act on video ads. Over one third of consumers on magazine (38%), newspaper (37%) and online-only news (35%) sites say they have looked for more information after watching a video ad.

About one quarter of users searched for more information after watching a video on a portal (27%) or UGC (24%) site. Around one-quarter of consumers on magazine (29%) and online-only news (26%) sites went to a store to look at a product after watching a video ad, while only 17 percent on portal sites and UGC sites did so.

Overall, 80 percent of all video viewers have watched an online video ad and 52 percent have taken some type of action such as visiting a related Web site (31%), searching for more information (22%), going to a store (15%) or making a purchase (16%).